Embed Size (px)
DESCRIPTION
How 3D Printing Will Change Brands' IP for Good Using the Hasbro/Shapeways partnership as a case study, I discuss how 3D printing enables companies to capitalize on their brands' long tail, and how the design community will benefit. By opening up their Intellectual Property to interpretation, major brands can enable their fans to create new derivative works. This user generated content adds value to the brand, gives the designer both social and financial capital, whilst at the same time generating revenue for the brand. Allowing fans to interpret their favorite brands legitimizes and elevates the culture of fan-art and allows designers new freedom to create sought-after content. 3D printing is uniquely placed to bring these products into being, not just for figurines and toys, but also for mass customization of functional objects. Presenter: Natalia Krasnodebska, Shapeways Community Manager
Citation preview
1
Changing Brand’s IP for Good
Natalia KrasnodebskaShapeways Community Manager
People want to be involved in the things they buy
2
Mass manufacturing does not deliver…
3
..on our desire for Personal Products
4
Why it’s important
Enabling original art since day 1
2#
…and some infringing too…
2#
Michael WeinbergPublicKnowledge.org
2#Along came a pony…
2#
2#
Why open up your IP to fans?
• Invigorate your brand• Re-engage your fan base• Build passion and loyalty• Increase creativity• $$$
3D Printing is your key
People want to be involved in the things they buy
14
So let them!
80 million media impressions
